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TEES MAAR KHAN is all set to release on the Christmas weekend of 24th December and the first promo would be unveiled on Diwali. This means the film would have around seven weeks of promotional drive. One wonders though if this is good enough duration considering the fact that this Farah Khan-Akshay Kumar collaboration is the most awaited film of the year?

"On the contrary it is just the optimal scenario," smiles Shirish Kunder, the first time producer of the film, "I guess gone are the days when you promoted your films for three or four months. Attention span of audiences today is very limited. Anything more than three months or more may start looking stale. It is always better to have a concentrated effort. We will go all out in November and December and rest assured, it would be TEES MAAR KHAN all over. I know for sure that it would live up to the expectations of being the most anticipated film of 2010."

However, in the times when big films mean big noise and that is enabled by continued declarations and announcements, doesn't Shirish feel that a film like TEES MAAR KHAN would have to start executing their plans a lot earlier?

"That is the case only with films that require an awareness to be created around them," reasons Shirish, "Some big films opt to follow a route where the shooting goes on without any buzz and information around them starts trickling in only when they are ready for release. In case of TEES MAAR KHAN, we have stayed in news since late last year ever since the announcement was made with Akshay. Ever since then, there has been a curiosity to watch the film so we have already saved on that effort. All we need to do now is to begin at the right time." It is clear that TEES MAAR KHAN would be striking late but would be striking big for sure. Is it already a warning bell for other films releasing before end of year?